Nathan Lowell, a SciFi writer I follow, calls that the Million Follower Fallacy, and says what you really need are the Thousand True Fans.http://www.amwritingblog.com/2011/10/polly-wanna-cracker-by-nathan-lowell.html?q=Nathan+Lowell
While Nathan aims most of his discussions towards publishing and writing, and using Social Media to connect with his audience, many of the same principles apply - Social Media is not about press releases, it's about discussing
press releases. A million people looking at your page and hitting the "Next" button to go on to some rock band's website doesn't do you nearly as much good as a thousand people who keep your page open constantly watching for new posts just in case you say something they need, or you ask for help in a way they can help with... (Ok, a Library is probably lucky to get the Thousand Follower Fallacy and the Dozen True Fans, but still...) Connect to your True Fans, and THEY
will bring the rest to you.